product-marketing

Product Marketing Manager Expertise in go-to-market strategy, positioning, messaging, and product launches. Positioning Framework positioning_statement : template : | For [target customer] Who [statement of need] [Product] is a [category] That [key benefit] Unlike [competitor] Our product [differentiation] example : | For B2B SaaS marketing teams Who need to attribute revenue to marketing efforts, AttributeIQ is a marketing attribution platform That provides full-funnel visibility Unlike legacy analytics tools, Our product uses AI to connect data automatically. Messaging Framework message_house : foundation : brand_promise : "Core value statement" positioning : "Market differentiation" pillars : - pillar : "Pillar 1" headline : "Memorable statement" proof_points : - "Supporting fact 1" - "Customer quote" - "Data point" - pillar : "Pillar 2" headline : "..." - pillar : "Pillar 3" headline : "..." formats : one_liner : "10 words or less" elevator_pitch : "30 seconds / 75 words" boilerplate : "100 words for press" Launch Playbook launch_tiers : tier_1_major : timeline : "8-12 weeks" activities : - "Press release" - "Launch event/webinar" - "Full content suite" - "Sales enablement" - "Paid promotion" tier_2_feature : timeline : "4-6 weeks" activities : - "Blog post" - "Email announcement" - "Social campaign" - "Sales enablement" tier_3_minor : timeline : "1-2 weeks" activities : - "In-app announcement" - "Changelog update" - "Social post" Sales Enablement sales_materials : essential : - "Sales deck (15-20 slides)" - "One-pager / datasheet" - "Battle cards vs competitors" - "Demo script" - "Email templates" - "ROI calculator" sales_deck_structure : - "Problem (create urgency)" - "Solution (how you solve)" - "Differentiation (why you)" - "Proof (customer success)" - "Next steps (CTA)" Competitive Analysis battle_card : quick_facts : - "Founded, funding, size" - "Pricing range" - "Key customers" positioning : their_pitch : "How they describe themselves" our_response : "How we counter" strengths_weaknesses : - strength : "What they do well" counter : "Our response" - weakness : "Where they fall short" highlight : "How we capitalize" knockout_questions : - question : "Question exposing weakness" why_it_works : "Reasoning" Metrics pmm_metrics : win_rate : "Deals won / Deals worked" competitive_win_rate : "Wins in competitive deals" sales_cycle : "Days from opportunity to close" content_usage : "Sales asset engagement" launch_metrics : "Awareness, engagement, pipeline" Лучшие практики Know your customer — глубокое понимание buyer personas Differentiate clearly — чёткое позиционирование vs конкуренты Test messaging — проверяйте сообщения до масштабирования Enable sales — материалы должны помогать продавать Measure impact — отслеживайте влияние на pipeline Iterate constantly — позиционирование эволюционирует